The correct approach will be the use of writing signs that, on the one hand, are contrasting, and distinctive concerning editorial ones, on the other hand, do not draw attention exclusively to themselves with their sophistication and unusualness. The reader, having noticed the font, should direct all his interest to the semantic content of the text. To ensure ease of reading, signs should be simple, clear, and easily recognized by the human eye. At the same time, it should be borne in mind that readability is a relative concept. Often, different people in different situations perceive the same font in completely different ways. In this regard, perhaps a particularly striking example is the perception of sign writing by young people: a complex, illegible cluster of letters that adults will not read, but teenagers can master even with pleasure.
In general, the readability of the font depends on the clarity of individual characters, the size of the letters, the length, spatial orientation, and alignment along the edge of the line. All groups of fonts can be divided into two classes: separate and text.
- The first is used when highlighting text keywords, as well as in titles, summaries, and logos.
- The second – is when writing the main text of the ad.
Distinctive fonts are slanted (including handwritten) and ornamented.
Text fonts include easy-to-read fonts – Latin (the most convenient, thanks to the serifs), as well as embossed and block fonts such as newsletter fonts.
Font letters based on straight lines and sharp angles are more recognizable than those with curvilinear elements. The most readable is a group of Latin fonts. The clarity of the text, of course, depends on the size of the characters. They should not be too small or too large. The size of the font should correspond to the distance from which the average person usually reads a newspaper or magazine. As a guide, you can use the size of the font used to type the editorial materials of the issue. Usually, this is the 8th and, less often, the 6th pin.
However, pin 8 is the least readable. People “tolerate” him when familiarizing themselves with editorial materials. In advertising texts, it is worth easing the visual load – use the 10th pin as a base.
To improve perception, the last line of the main text should be aligned in length with all other lines. Important, from the point of view of reading the text, is the distance between the lines (sentence). If it is too small, the proportions of the letters are distorted, and their image is “blurred”. If the distance is large, then it is the spatial gaps that are the main ones in the text, and not the lines consisting of letters. In practice, spacing is often increased in small texts, and decreased in large ones, thereby complicating the perception of information by readers. The heading is separated from the text by a distance larger than the usual line spacing.
For better reading of a long text, you should make the distance between paragraphs larger than the usual line spacing. You can also use a small space to separate the first line of a paragraph from its other lines. Capital letters should not be used in large numbers either in the text or in the title. As a means of highlighting, spelling is effective only for attracting attention to certain keywords – not very long or well-known readers (SALE, DISCOUNT, ONLY AT US, ONLY TODAY, ONLY FOR …HRYVINA, etc.). Packaging fonts are required for such a kind of marketing.
Highlighting can not only emphasize keywords but also interpret voice intonations in the text. The amplification of the sound will correspond to the increase of the cone, as well as the use of bold typefaces. A pause can be marked with three dots or a space. In practice, the selection of individual signs is also used. Most often, they resort to highlighting the first letter of a paragraph. It is typed with a large pen or a special, distinctive font.
It is believed that the use of the initial significantly improves the readability of the text because this highlighted element is an additional reference point for the human eye.
Using the selection of individual signs, you can emphasize the semantic characteristics of keywords.
